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The “Glorification” of Eugen Sandow

The “Glorification” of Eugen Sandow. How Florenz Ziegfeld, Jr. “Sold” a Celebrity Bodybuilder. I. Promoting Sandow. Using prominent Chicago women to pump Sandow --Mrs. Potter Palmer --Mrs. George Pullman Staged Interview with the Chicago Daily News. II. Selling Sandow.

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The “Glorification” of Eugen Sandow

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  1. The “Glorification” of Eugen Sandow How Florenz Ziegfeld, Jr. “Sold” a Celebrity Bodybuilder

  2. I. Promoting Sandow • Using prominent Chicago women to pump Sandow --Mrs. Potter Palmer --Mrs. George Pullman • Staged Interview with the Chicago Daily News

  3. II. Selling Sandow • Playing upon Sandow’s sex appeal • Sandow’s “classical” poses • Exploitation of gossip columns • Free publicity through court cases

  4. III. The Advertising “Formula” • Ziegfeld’s formula for maximum publicity --special demonstration for local doctors --lifting volunteers • Aim was to gain endorsements from local physicians

  5. III. The Advertising “Formula” (cont.) • Newspaper advertising • Use of vivid and tantalizing words -- “A Congress of Wonders” -- “The World Knows Not His Equal” • Autographed pictures and challenges to the audience

  6. IV. Learning from Sandow • Profitability of Sandow for Ziegfeld • A special partnership • Application of advertising formula to the Ziegfeld Follies • Sandow the Celebrity—thanks to Ziegfeld

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